Boots No 7 has continued to shun celebrities and glamorous models
in its advertising, with a new branding campaign which takes a quirky
look at the problems some women experience in the morning.
Created by St Luke’s, the 40-second commercial opens on a girl throwing
open her wardrobe doors to decide what to wear for the day. Obviously in
an agony of indecision, the scene switches to show the processes going
on inside her brain.
These are represented by a futuristic machine which attempts to choose a
variety of outfits, only to be vetoed by another part of the mind. The
first choice is dismissed as being ’too tarty’ and the second as ’too
Finally, however, the select-o-meter finds something which is ’just
right’, only to find that it has a nasty stain in an unfortunate
This is the last straw for the harassed girl, who switches to a much
easier choice - the right No 7 lipstick.
Confidence restored by her new red lips, she overrides her cognitive
processes to choose the ’just right’ blouse, aiming to brazen out or
hide the stain for the rest of the day.
’Useful little number’, which breaks on television on 13 May, was
directed by Jan Kounen through The Mill.
It was written by Tim Hearn and art directed by Vic Polkinghorne and
Kate Stanners. Media was planned and bought by BMP OMD.
The St Luke’s account planner, Saipele Burgess, explained the ad was
based on an insight found in research groups: ’If you look good, you